Founder Monica in Kagoshima, Japan

ANCIENT RITUALS, MODERN CALM

Finding stillness, one bowl at a time.

Monica Tranter has spent over 35 years building a life around movement, breath, and ritual. As a professional dancer and Pilates master, she founded The 24th Hour — a wellness brand with studios in Marbella, Sarasota, and Cancún — and has trained teachers and students across the world: Canada, the USA, Mexico, Dubai, Europe, and Morocco, to name a few. Everywhere she taught, one belief carried through: that a single, sacred hour set aside for yourself has the power to change how you live. The "24th hour" hidden inside every day.

It was a trip to Japan that brought that philosophy full circle. There, Monica began studying under a Japanese Tea Master — learning the history of matcha, how it's made, the different types of Japanese tea, and how to properly prepare and enjoy it. Her specialty became teaching the Japanese tea ceremony itself: the preparation and serving of tea in front of guests, and the etiquette and procedures that give the ritual its meaning. She continues to return to Japan each year, visiting the farms that grow her tea, as she works toward her Tea Master certification.

That's how 24H Matcha was born — not as a new discovery, but as a different language for something she already believed in.

Today, Monica sources the brand's ceremonial-grade matcha directly from the volcanic hills of Kagoshima, Japan, where small family farms still grow tea the same patient way they always have. Each batch is tinned personally, in small quantities, to preserve its quality. And rather than simply sell the powder, she teaches the ceremony herself — the technique, the tools, the pause — so that what reaches you is a full, authentic ritual, not just a product.

24H Matcha is an invitation: to slow down, to breathe, and to reclaim your own 24th hour — one bowl at a time.